P&G co-promotes sleep with Downy and ZzzQuill for National Sleep Awareness Week

By Michael Johnsen

CINCINNATI — Procter & Gamble’s Downy and ZzzQuil brands have joined forces to help consumers create an environment that is conducive for falling asleep in time for National Sleep Awareness Week March 3 to 10.

According to a recent poll by the National Sleep Foundation, 1-in-4 adults report occasional sleeplessness with difficulty falling asleep at least a few times a week.

“Downy Infusions Lavender Serenity fabric softener and Downy Unstopables Lush in-wash scent booster are products that help create the perfect sleep atmosphere,” stated Carolina Rogoll, Downy’s brand manager. “There are many things within your sleep habits that you cannot control, but the environment should not be one of them.”

“People who occasionally have trouble sleeping may benefit from lifestyle changes, such as setting up a soothing sleep environment,” stated Joseph Ojile, National Sleep Foundation board member. “However, sometimes it can still be difficult to fall asleep, and that’s when over-the-counter sleep aids containing diphenhydramine HCI can be a good option to treat occasional sleeplessness.”

As part of the promotion, Downy and ZzzQuil will give New York — the "city that never sleeps" — a reason to hop into bed on March 7, P&G stated. The two brands will host the Downy and ZzzQuil Sleep Fest at Amtrak’s Penn Station, which services approximately 500,000 passengers each day. This event will feature beds with Downy washed sheets to showcase the benefits of relaxing and long-lasting scents. Experts, Ojile, will be on-site along with HGTV’s interior designer and host Taniya Nayak to discuss ways to ensure the bedroom can be set up for a cozy night of sleep.

On March 6, Downy also will host a Twitter chat with bloggers, Audrey McClelland (Mom Generations) and Vera Sweeney (Lady and the Blog). The hashtag for the Twitter Chat is #DownyNightSleep. During the chat, participants will be selected at random to receive a year’s supply of Downy products and designer sheets.

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